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Angry Birds Are Everywhere!

It seems like everywhere you look “Angry Birds” is popping up as another product. Two years ago we saw plushies and various children’s toys enter the market, then shortly afterwards gummy candies begin popping up on super market shelves. Now we are finding their own brand of cola cropping up.

This begs the question, is this smart marketing?

One can argue that if they are selling and turning profit, then yes indeed it is. Yet one has to be careful, diversifying and attempting to place your brand into new market regions can be a risky proposition with long-lasting repercussions.

Take these “Angry Birds” for instance. Is the same demographic that the games, plush toys, candies and t-shirts appeal to, the same that would look at drinking this cola?

Probably yes and this could be a safe and smart choice. However that is not always the case.

If one intends on entering a new market region with their brand, products or services, then they MUST do their research. History is full of examples of brands that tried – and failed – at creating new sources of profit. One needs to be aware of all of the variables that can affect their success and sometimes those variables are just about impossible to prep for.

There is always a certain level of risk when seeking new target markets to aim for. By doing the homework and paying attention, that risk can be greatly reduced. Whether you are a small business or a large corporation, seeking new markets is a key to growth. Searching out people who can benefit from your products & services, or adapting existing products & services to meet a new markets needs always merits investigation.

But remember doing it haphazardly could cost you big.

We will leave you with few examples of diversified marketing failures from the giants who should have known better:

Turner Broadcasting. Their attempt at Guerrilla Marketing quickly became a fiasco when their novelty glowing signs were mistaken for terrorist threats.

Coca-Cola. Everyone in the industry is familiar with the 1980’s “New Coke” failure.

Gap. Had a quick two day stint with a new logo before realizing it just wasn’t cool.

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Make it difficult for your competitors to succeed: Create tough barriers to entry

Written by Chipo Mapungwana

Making your market impenetrable is one of the best defences against competition. When you don’t want your competitors to succeed, a key strategy is to make is impossible for them to enter and succeed in the market that you are trading in.

So what can you do, to discourage competitors from entering your markets?

1. Reduce your costs of production.

Black and Decker has mastered the science of leveraging on its economies of scale accruing from its use of research and development, technology and its strategic manufacturing and production systems. Each of Black and Decker’s factories around the world produces one product for the global market. The production costs thus become unbeatable and as Black and Decker is not keen to increase its prices, there is not much room for copy cats to manoeuvre.

2. Master technology and quality.

This is the strategy being used by companies like Procter and Gamble as well as Gillette , L’Oreal cosmetics and 3M. These companies are top of their game in utilising technology for competitive advantage. They constantly innovate and have therefore remained the benchmark and reference point in their markets in terms of quality. Technology , in the long run reduces your operating costs and enhances the quality of your products…..